As demand for high pressure processing (HPP) continues to gain momentum in the marketplace, Avure Technologies Inc., the world’s leading supplier of HPP equipment and related services, has experienced rapid growth in 2013. A major milestone has been reached this year with the announced separation of Avure Technologies into two distinct operating units: Avure Industrial Division, and Avure HPP Equipment and Services Division. Both divisions will be operated as separate strategic business units.

Effective immediately, Jeff Williams has been named Chief Executive Officer of the HPP Equipment and Services Division. Jan Söderström will assume the position of CEO of the Avure Industrial Division, having directed the strategic division of Avure Technologies into two separate entities.

“Dividing Avure Technologies allows each group to focus its strengths on customer service, new product development, and application support,” states Söderström. “Although the Industrial Division and HPP Equipment and Services Division share many attributes, they are much different in purpose and scope. Our industrial customers have very different needs than our HPP customers, so we felt it necessary to realign ourselves to better suit their needs. Jeff Williams will play a key role in steering our HPP division to the next level.”

Williams, who has held various roles at R.A. Jones & Company for 25 years, most recently as Vice President of Sales and Marketing (2009-2013), has a rich background in the global food and beverage industry that spans his entire career. With vast experience in packaging, automation, and product and business development, Williams will lead Avure HPP as it continues to serve existing markets, along with entering less traditional, emerging sectors.

“We are looking forward to working with Jeff,” says Matt Rutherford, Avure HPP’s Senior Vice President of Sales and Marketing. “He has strong relationships in key areas of the supply chain, and he understands the business that we are in. This year has been one of rapid growth for Avure, driven by the opening of our North American manufacturing plant in Middletown, Ohio and the launch of the highest throughput HPP system available in the world, the 525L-600. Jeff will be a great asset as we head into a new phase of growth at Avure!”

For more information about high pressure processing, visit Avure’s website at and